Toyota has just launched a new digital campaign website called “Toyota Why Not?” created by global creative agency Dentsu (America). It’s set in a semi-3D world where Toyota is challenging you to help them continue to innovate their technology & environmental benefits for new cars. It’s basically setup to be a shell for user generated content “innovation suggestions” that are posted across 6 zones (safety, water, land, air, community and energy) in the 3D environment.

Unfortunately you have to register to comment, post suggestions or rate posts - which in my view hinders content generation on this site. The best ideas win a tour of the biggest plant in the U.S. plus meet & greets for the who’s who of innovation! Check out the website here.

Honestly, I’m not sure when the team over at Dentsu (America) will get it. Creativity has to be amplified today. The “build it and they will come” premise (you continue to employ) is dead – and you could be getting ten times the ROI from the exact campaign if integrated and amplified properly using social media and emerging technology. Incredible really as I’d have thought for sure the Sapporo work released earlier this year. http://bit.ly/aBY8gW